Want to Go from Tactician to Strategist? Ask These Three Questions

The fastest way for a communicator to be seen as a strategist is not writing better. It’s asking three questions first.

Anyone who’s worked in a communications department knows the feeling of getting a urgent request for something that doesn’t seem as important as their other tasks. But sometimes responding quickly and automatically can position you as a service provider instead of a specialist.

The next time someone asks you to produce something — a news release, talking points, a presentation — resist the urge to start writing immediately.

Instead, pause and ask three simple questions that can turn a communication request into a conversation about strategy.

1. Why are we doing this?

Ask what problem needs to be solved, or what gap needs to be filled.

2. Who is this for?
Identifying a specific audience — and understanding what they already know and feel — almost always changes the message and tone.

3. What do we want to achieve?
Do you need to attract funding? Change behavior? Influence policy? Increase attendance? Your writing will be far more successful if you start with the desired outcome.

These questions do three things:

• They shift the conversation from outputs to outcomes.

• They help clarify what success would look like.

• They move the communicator’s role from service provider to strategist.

I’ve watched these questions change how communicators are perceived inside organizations — and improve the impact of their work.

Experienced communicators often develop other questions they rely on too. But the underlying principle is the same: the most strategic thing a communicator can do is ask the right questions first.

Illustration: narvo vexar via iStock